Enhancing customer satisfaction,

IoyaIty, and Corporate Image, through

Improving the CompIaints Management System
A study to apply a complaint management system, compliant to SO 10002-2004
(Provided by Ahmad Heshmat)
W CusLomer SaLlsfacLlon ls cusLomer's percepLlon of Lhe degree Lo whlch
Lhe cusLomer's requlremenLs
have been fulfllled"*
A complalnL ls an expresslon of dlssaLlsfacLlon made Lo an organlzaLlon
relaLed Lo lLs producLs or Lhe complalnLs handllng process lLself where a
response or resoluLlon ls expllclLly or lmpllclLly expecLed*
complalnanL person organlzaLlon or lLs represenLaLlve maklng a
complalnL"*
W Pandle ComplalnLs As CpporLunlLles
W 2Lncourage CusLomers 1o Lxpress ulssaLlsfacLlon
W 3Conslder Lhe CusLomer's erspecLlve
W 4 LsLabllsh uocumenLaLlon MalnLaln 8ecords
W 3 1raln Lmployees
3 WA?S 1C 8LnLll1 l8CM CuS1CML8
CCMLAln1S
W A complalnL can be seen as a problem or an opporLunlLy roblems are noL welcomed
Looklng aL Lhe complalnL as a problem creaLes fear and dlscomforL A fearful and defenslve
envlronmenL LhaL searches for Lhe gullLy parLy and shlfLs Lhe blame ls noL supporLlve of
creaLlve acLlons and performance lmprovemenL
W CpporLunlLles are appreclaLed An organlzaLlon LhaL sees opporLunlLles ln complalnLs ls Lrylng
Lo galn Lhe maxlmum beneflL from cusLomers' feedback Such companles are open Lo
complalnLs and acLlvely use Lhem Lo lmprove Lhelr repuLaLlon credlblllLy and cusLomer
confldence and saLlsfacLlon
Pandle ComplalnLs As CpporLunlLles
Pandle ComplalnLs As CpporLunlLles
W Lveryone ln Lhe organlzaLlon musL belleve complalnLs are useful
1he followlng rules wlll help you achleve Lhls
ConducL Lralnlng for all managers and cusLomer faclng sLaff on Lhe
currenL world class besL pracLlces ln complalnL handllng (see ldeas flve
and slx for deLalls)
8ecelve senlor managemenL endorsemenL Lo look on complalnLs as
poslLlve and make sure all employees are aware of Lhls
SeparaLe dlsclpllnary procedures from Lhe complalnL handllng process
8y followlng Lhese rules you wlll conLrlbuLe Lo a no blame culLure ln
your organlzaLlon ellmlnaLe fear and dlscomforL among personnel
lnvolved ln complalnL handllng and lmprove Lhe work envlronmenL
W "emot|ons and att|tude of workers |mpact resu|ts such as
product|v|ty qua||ty serv|ce revenue and prof|t
Understand|ng the powerfu| ro|e of emot|ons |n the
workp|ace sets the best |eaders apart from the rest"*
W * 1 uoolol Colemoo klcbotJ 8oyotzls ooJ Aoole Mckee ltlmol leoJetsblp keollzloq tbe lowet of motloool lotelllqeoce
notvotJ 8osloess 5cbool ltess 2002
1esL 1o ldenLlfy ALLlLude 1oward
ComplalnLs
2Lncourage CusLomers 1o Lxpress
ulssaLlsfacLlon
W y encourag|ng customers to express the|r comp|a|nts your organ|zat|on |ncreases |ts chances of
reta|n|ng d|ssat|sf|ed customers D|d you know
W Iust 4 of d|ssat|sf|ed customers comp|a|n wh||e 96 go to compet|tors*
W 90 of defect|ng customers never come back*
W 90 of customers whose comp|a|nts are reso|ved do nodefect*
W A d|ssat|sf|ed customer usua||y te||s up to 10 peop|e about negat|ve exper|ence*
W It w||| cost an organ|zat|on f|ve to s|x t|mes more to attract new customers than
to keep o|d ones*
%he abiIity to uncover and resoIve dissatisfaction contributes
strongIy to its good image, reputation and profitabiIity.
%he abiIity to uncover and resoIve dissatisfaction contributes
strongIy to its good image, reputation and profitabiIity.
* Mw loweostelo costomet keteotloo Ao loteqtoteJ Apptoocb fot keeploq oot 8est costomets A5O Ooollty ltess 1995
3Conslder Lhe CusLomer's erspecLlve
W An organlzaLlon musL appreclaLe a cusLomer who
Lakes Lhe Llme Lo complaln and provlde hlm or
her wlLh a Llmesavlng and convenlenL complalnL
handllng process Whlle deslgnlng a complalnL
handllng process flrsL Lhlnk of who your
cusLomers are
ASC news leLLer !anuary 2007
4 LsLabllsh uocumenLaLlon MalnLaln
8ecords
W lnformal pollcles and lnconslsLenL complalnL handllng
processes cause more complalnLs Lhan Lhey help resolve
Cur research daLa show documenLed pollcles and processes
reduce errors and mlsLakes by aL leasL 48 and lmprove
efflclency and performance by aL leasL 37*
* Ooollty AcoJemy uktoloe oopobllsbeJ teseotcb tesolts 2005
3 1raln Lmployees
W Lmployees who deal wlLh cusLomers represenL Lhe servlce organlzaLlon ln Lhe eyes of Lhe cusLomers
so Lhe besL complalnL handllng processes operaLe wlLh a skllled and Lralned sLaff
W lL ls essenLlal Lo provlde relevanL hlgh quallLy Lralnlng Lo Lhe complalnL managemenL sLaff and lLs
supervlsors and managers
W 1he Lralnlng musL enable Lop and mlddle managers Lo esLabllsh an effecLlve complalnL handllng pollcy
and ob[ecLlves deslgn an effecLlve complalnL handllng process lnLegraLe lL lnLo Lhe managemenL
sysLem and provlde needed conLrol over lL
W 1ralnlng musL also enable Lhe sLaff LhaL lnLerfaces wlLh cusLomers Lo use complalnL handllng prlnclples
and recognlze and address Lhe needs of complalnanLs whlle provldlng Lhe sLandards of courLesy
acknowledgmenL and response as esLabllshed by Lhe organlzaLlon's complalnL handllng procedures
ASC news leLLer !anuary 2007
AppllcaLlon of lSC 9004 Lo ComplalnL
Pandllng
ISC 9004 qua||ty management pr|nc|p|e 1o proper|y app|y the qua||ty management pr|nc|p|e to comp|a|nt hand||ng
CusLomer focus locus complalnL handllng on cusLomers'/complalnanLs' needs and
requlremenLs
Leadershlp Lnsure leaders' commlLmenL Lo effecLlve and efflclenL complalnL
handllng
lnvolvemenL of people 1raln employees Lo work wlLh cusLomers/complalnanLs and moLlvaLe
Lhem Lo lmprove Lhelr skllls
rocess approach Manage complalnL handllng as a process
SysLem approach Lo managemenL ldenLlfy how Lhe complalnL handllng process lnLeracLs wlLh oLher
buslness processes ln your managemenL sysLem
ConLlnual lmprovemenL ConLlnually lmprove Lhe effecLlveness and efflclency of Lhe complalnL
handllng process
lacLual approach Lo declslon maklng Analyze complalnL handllng lnformaLlon and daLa Lo make declslons
for lmprovemenLs
MuLually beneflclal suppller relaLlonshlps rovlde suppllers affecLed by Lhe complalnL wlLh adequaLe
lnformaLlon so Lhey are able Lo make lmprovemenLs
Pow Lo keep our cusLomer happy?
W In Loday's modern markeLplace lL ls essenLlal Lo keep our cusLomers
saLlsfled As a successful organlzaLlon we should know how Lo
LranslaLe our cusLomer's needs lnLo relevanL soluLlons
W 1o remaln compeLlLlve we need Lo lmplemenL an effecLlve
complalnL handllng sysLem LhaL wlll provlde markeL lnLelllgence and
bulld cusLomer loyalLy
W SLandards help Lo esLabllsh operaLe and malnLaln effecLlve
complalnLs handllng sysLem
W IL wlll help encourage markeL loyalLy and lmprove compeLlveness
locally and overseas
why CrganlzaLlons should esLabllsh effecLlve
complalnLshandllng sysLems?
easons may |nc|ude
W educe or avo|d bad pub||c|ty that can ar|se when comp|a|nts are not dea|t w|th or are dea|t w|th
|neffect|ve|y
W Serve as an ear|y warn|ng of troub|e spots
W Comp|a|nts data can g|ve an |nd|cat|on of where an agency |s not meet|ng |ts customers'
expectat|ons
W Comp|a|nts feedback can ass|st |n qua||ty contro| An agency can meet |ts Charter ob||gat|ons on
comp|a|nts hand||ng where these ex|st
W Ass|st |n sett|ng serv|ce benchmarks for the organ|zat|on
W Ass|st |n |dent|fy|ng |nformat|on po||cy process and serv|ce def|c|enc|es
A sLudy
ln Lhe Amerlcan LxpressSCCA SLudy of Consumer ComplalnL
8ehavlor ln AusLralla
Lhe Summary of Ma[or llndlngs lncluded a flndlng LhaL effecLlve
complalnLshandllng pracLlces had a poslLlve lmpacL on brand
loyalLy and LhaL upgraded complalnLshandllng pracLlces can
slgnlflcanLly lmprove brand loyalLy
1hls flndlng has been supporLed by recenL surveys
lSC 00022006 CusLomer saLlsfacLlon
Culdellnes for complalnLs handllng ln
organlzaLlons
1hls SLandard provldes guldance on complalnLs
handllng lncludlng plannlng deslgn operaLlon
malnLenance and lmprovemenL lL lncludes Lhe mosL
upLodaLe pracLlces and Lhe laLesL Lechnlques
lmplemenLlng lSC 0002 can help Lo
W Deve|op an open and respons|ve comp|a|ntshand||ng process
W eso|ve comp|a|nts |n a cons|stent systemat|c and respons|ve manner
W Ident|fy trends e||m|nate causes of comp|a|nts and |mprove an
organ|zat|on's operat|ons
W Create a customerfocused approach
W Lncourage staff to |mprove the|r sk|||s |n work|ng w|th customers
W Deve|op cont|nua| rev|ew and ana|ys|s of the comp|a|nts hand||ng
process the reso|ut|on of comp|a|nts and process |mprovements
W "1h|s Standard sets the benchmark for comp|a|nts
hand||ng around the g|obe"*
% *new SLandard Lo 8oosL CusLomer SaLlsfacLlon" SLandards AusLralla press release 2 May 2006
ln18CuuC1lCn
lSC 00022004 ComplalnLs ManagemenL SysLem provldes guldance on Lhe process
of complalnLs handllng relaLed Lo producLs wlLhln an organlzaLlon lncludlng
W plannlng
W deslgn
W operaLlon
W malnLenance and lmprovemenL
1he complalnLs handllng process descrlbed ls sulLable for use as one of Lhe
processes of an overall quallLy managemenL sysLem 1he lnLernaLlonal sLandard
provldes a framework LhaL Lhe lnformaLlon obLalned Lhrough Lhe complalnLs
handllng process can lead Lo
W lmprovemenL ln producLs and process
W lmprove Lhe repuLaLlon of organlzaLlon
ALlCA8lLl1?
ComplalnL ManagemenL SysLem compllanL Lo
lSC 00022004 ls relevanL Lo any organlzaLlon
LhaL wlshes Lo exceed cusLomer expecLaLlons
a baslc requlremenL for buslnesses of all Lypes
and slzes wheLher Lhey're ln Lhe prlvaLe
publlc or volunLary secLors
8LnLll1S
lSC 00022004 addresses all aspecLs of complalnLs handllng
wlLh beneflLs as below
W ,anagement System
W Customer Sat|sfact|on
W ,anagement Iocus
W rand Improvement
W Cred|b|||ty
W Customer Conf|dence
W Improved Lff|c|ency
W etter e|at|onsh|p
W Cont|nua| |mprovement
W 1ransparent System
W Aud|tab|e System
W Synchron|zat|on
ManagemenL SysLem
W 1h|s |s a management system therefore a|| |ngred|ents of
management system are |nher|ted |n the comp|a|nt
management system comp||ant to ISC 100022004 rev|ew|ng
the effect|veness and eff|c|ency of the comp|a|ntshand||ng
process
CusLomer SaLlsfacLlon
W Lnhance customer sat|sfact|on by creat|ng a
customer focused env|ronment that |s open
to feedback (|nc|ud|ng comp|a|nts) reso|v|ng
any comp|a|nts and enhanc|ng the
organ|zat|ons ab|||ty to |mprove |ts product
and customer serv|ce
ManagemenL locus
W ,anagement comm|tment through adequate
acqu|s|t|on and dep|oyment of resources
|nc|ud|ng personne| tra|n|ng
8rand lmprovemenL
W CerLlfled complalnL managemenL sysLem
demonsLraLes Lo cusLomers oLher
sLakeholders LhaL recognlzlng and addresslng
Lhe needs and expecLaLlon of complalnanLs
you have processes ln place Lo handle analyze
and revlew complalnLs Lo lmprove Lhe producL
and cusLomer servlce quallLy
CusLomer Confldence
W y adopt|ng the management system ab|||ty
to reta|n the |oya|ty of customers |s enhanced
Customers fee| conf|dent of comm|tment for
the reso|ut|on redressa| of any of the|r query
or comp|a|nts
lmproved Lfflclency
W Imp|ementat|on and cert|f|cat|on ensures a
cons|stent process to hand|e customers wh|ch
enab|e to |dent|fy causes and e||m|nate the
causes of comp|a|nts as we|| as |mprove
organ|zat|on's operat|ons
8eLLer 8elaLlonshlp
W System he|ps to adopt a customerfocused
approach to hand|e ana|ys|s and rev|ew
comp|a|nts and encourage personne| to
|mprove the|r sk|||s behav|or |n work|ng
w|th customers
ConLlnual lmprovemenL
W lL provldes a basls for conLlnual lmprovemenL
and analysls of complalnLshandllng process
redressal of complalnLs wlLh lmprovemenLs Lo
be made
1ransparenL SysLem
W 9rov|de comp|a|nants w|th an open effect|ve
and easytouse comp|a|nts process
AudlLable SysLem
W Comp|a|nt management system |s aud|tab|e thus
aud|t|ng of the comp|a|ntshand||ng process g|ves
accuracy of the system comp||ance
SynchronlzaLlon
W It |s deve|oped as gu|dance for an organ|zat|ons
comp|a|nts hand||ng process It can be used a|one or
|n con[unct|on w|th ISC 9001 ua||ty ,anagement
System of Crgan|zat|on
CCS1
W ,anpower
W ,anager|a| structure
W Informat|on System
W Cert|f|cat|on
8eLurn on lnvesLmenL
W lncrease cusLomer saLlsfacLlon
W lncrease cusLomer LoyalLy
W lncrease cusLomer confldence ln Moblnll
W 1hls wlll reflecL forLh repuLaLlon
W And for Lhe markeL share
W uecrease Lhe cause of poor quallLy and nonconformlLy
W Lnhance Lhe communlcaLlon beLween Lhe ueps
W 1o esLabllsh a lead benchmarklng poslLlon ln Lhe
LgypLlan Lelecom fleld concernlng Lhe complalnL
handllng
W Lnhance our process
W 1hank you